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The case study examines Zomato's success in the digital marketing landscape as a leading food service aggregator in India, highlighting its growth, strategic use of social media, and innovative campaigns. Despite facing challenges such as competition from Swiggy and operational disruptions during the COVID-19 pandemic, Zomato has adapted by diversifying its services and engaging customers effectively. The study concludes that Zomato must continue to innovate to maintain its market leadership amidst evolving conditions.

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2 views

project

The case study examines Zomato's success in the digital marketing landscape as a leading food service aggregator in India, highlighting its growth, strategic use of social media, and innovative campaigns. Despite facing challenges such as competition from Swiggy and operational disruptions during the COVID-19 pandemic, Zomato has adapted by diversifying its services and engaging customers effectively. The study concludes that Zomato must continue to innovate to maintain its market leadership amidst evolving conditions.

Uploaded by

zmkdn4n8sm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case study on ‘Zomato: Redefining Digital

Marketing’
Introduction
The case study explores the impact of digital marketing on the success of Zomato, a
trailblazer in India's online food service aggregation industry. Over the years, Zomato has
grown into a dominant platform for restaurant reviews, discovery, food delivery, and dining
transactions, offering extensive details on more than 1.5 million restaurants across 24
countries and catering to over 70 million users monthly. The case outlines Zomato's
evolution, including its consolidation phase, and examines the highly competitive market in
which it operates. It delves into the company’s strategic use of various social media platforms
to promote its services and highlights key digital campaigns launched at different periods,
including during the Covid-19 pandemic. The case concludes by discussing the challenges
Zomato faces in the realm of digital marketing.
Zomato, one of India's leading food service aggregators, has redefined digital marketing and
customer engagement through its witty social media presence, strategic acquisitions, and
innovative service offerings. Founded as a restaurant discovery and review platform, the
company has expanded into food delivery, cloud kitchens, and sustainability-focused
initiatives. Despite its rapid growth and market leadership, Zomato has faced significant
challenges, including aggressive competition from Swiggy, evolving customer expectations,
and tensions with restaurant partners over deep discounting practices. The company has
consistently adapted to industry dynamics, leveraging creative marketing strategies and
technology-driven solutions to maintain relevance. During the COVID-19 pandemic, Zomato
faced operational disruptions due to government restrictions but responded with agility by
introducing grocery delivery and "contactless delivery" options. This resilience, combined
with its ability to engage customers through innovative campaigns and strategic business
expansions, has solidified Zomato’s position in India’s competitive food service market.
However, with increasing competition and evolving market conditions, Zomato must
continue to innovate and refine its business strategies to sustain its leadership and
profitability.

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